In a step to fight the high rates of obesity in the UAE, VLCC, the premier beauty, scientific slimming and preventive healthcare brand, began an awareness campaign today.

VLCC’s ‘Invest in your health’ campaign, focuses on raising and spreading awareness amongst general public on developing healthy habits for an active lifestyle through dietary recommendations, activities and simple lifestyle tips.

UAE has one of the highest rates of obesity in the world, higher than the US, with nearly three-fourth of the population being overweight or obese, according to health experts. The primary causes are sedentary lifestyle in the UAE and easy access to food high in fat and calories.

The UAE also has one of the highest rates of diabetes, which is one of many obesity-related diseases. An estimated one in five adults is affected by diabetes - with at least Dh6 billion spent on diabetes-related treatments in UAE in 2007, said a statement.

The socially-responsible campaign is part of VLCC’s fight against obesity over the last seven years. VLCC has also designated November 26 as the Anti Obesity Day – which is observed every year in UAE and India.

“One of the biggest public health challenges is obesity - due to consequent ailments like diabetes, cardio-vascular illnesses. The Anti Obesity Day campaign is a platform for us to reach out and seek partners in the community in addressing what WHO has termed the silent killer – obesity. We are committed to partnering the national effort to address this epidemic,” stated Vandana Luthra, founder and mentor, VLCC.

This year’s campaign has placed special emphasis on losing weight and being fit, especially with adolescent obesity. The campaign stresses the vulnerability of adolescents to obesity, due to high possibility of children growing up to becoming obese adults. A survey carried out last year found that 10% of all 15 year olds in public schools were obese.

As part of its ‘Invest in your health’ Anti Obesity Campaign, VLCC is also unveiling a series of initiatives that include public service message using health camps, workshops, mass counseling, mass media, special literature etc.

Among these, VLCC is sponsoring a painting and quiz competition involving over 100,000 students across 250 schools in Dubai.

VLCC will also distribute at its centres across the country the ‘Healthy Living Guide’. The booklet is a compilation of dietary recommendations and healthy lifestyle tips. The same can also be downloaded from their website.

The Anti-Obesity Campaign runs across various media, involving, print, radio, TV, outdoor, online, direct mailers, point-of-sale, in-centre branding throughout November.-TradeArabia News Service